Thursday, March 8, 2018

Hunter Boots Are Coming To Target

Target is teaming up withHunter, the British designer of the signature Wellington boot. The iconic rubber footwear is a favorite of fashion-forward celebrities like Kate Moss, Alexa Chung, Princes William and Harry, as well as, wife of William, Catherine, the Duchess of Cambridge.Hunter boots at Target will drop on April 14th at select stores and online. The collection includes the tall heritage "Wellies" style boot, made as a one-off and affordably priced, selling in the $45 range, which is down from it's usual $150 price tag. Perhaps customers won't get exactly the same higher priced boot ... yet if past collaborations (such as Liberty of London, Zac Posen and Philip Lam) are indicators, consumers will get quality for less moola. (My Liberty of London well-made, 100% cotton dress is still going strong!)Frankly, I have a love/hate relationship with clunky, sweaty rainboots. A necessary evil to keep my feet warm and dry during a storm. I dislike wearing them, yet would equally dislike to be ankle deep in water without a pair. Short of having a set of wings to flap, what an exciting offering!

7 comments:

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Dearest Debra,Yes, you noticed the high quality of designer fabric and that indeed can last for decades.In my boutique on line I sell also some Liberty of London pieces and other French Toile de Jouy. It is special in many ways.Those hunter boots are great too and I'm loving my French version of Le Chameau: http://mariettesbacktobasics.blogspot.com/2014/01/sunshine-walk-deer-tracks.htmlHappy weekend and hugs,Mariette

I love the collaborations of the upscale brands with Target stores. Gives us all a taste of design and exposure to high end retailers. If I'm ever again in London, I plan to visit Liberty's flagship store ... and whoever else is in the area.

It's very tricky for a brand to balance exclusivity versus reaching a wider market. The challenge of making durable items (Hunter "Wellies") that last for decades is that replacement sales are limited after target market (bad pun) is saturated. So, a move in this direction is a logical step. But it's a very difficult balance.

In my humble opinion, it's a great move. If you are inclined to pay $150 for Wellington boots, this wouldn't stop you. But, there are a lot of people who have never spent so much on rubber boots and perhaps don't need boots to last a lifetime. So they can buy these. And once they have them, they are exposed to the brand and may upgrade in the future, if they decide to spend more money on a better pair of boots.

I also think you don't always need the top of the line for every item ... it depends on where you live and how often you need to wear it, in this case rubber boots.

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